Hilux Proves That Old Is Gold with Carry Over Engines
The new 9th-generation Hilux model range has not introduced any new engines. This raises the question: is this a misstep or an example of visionary product planning?
Each new Hilux generation is a significant event. Globally, it stands as one of the most influential vehicles ever, and in South Africa, it continues to be the most successful model line by a wide margin. Despite Toyota's strong local market share, the Hilux faces growing competition, particularly in the competitive double cab segment.
Competition in the Double Cab Market
The Ford Ranger often outsells the Hilux in this segment by offering more advanced powertrains, drivetrains, and enhanced cabin comfort. Rapid engineering advancements and cutting-edge infotainment systems have led to increasingly sophisticated Chinese double cabs. These manufacturers are now investing in diesel engine technology—an area where they were previously weaker—to better compete with the Hilux.
Maintaining Market Leadership
Being market leader comes with challenges. When you're the best, changing too much can create vulnerabilities. Toyota’s extensive experience with bakkies is well established, especially its understanding of South African customers. Importantly, customer needs and wants do not always align.
Durability and mechanical reliability have long been foundational strengths of the Hilux. Although it may not feature the most advanced technology, most powerful engines, or smoothest transmissions, everything simply works reliably.
Hilux bakkies have such impressive residual values because of their proven durability and mechanical integrity.
The new Hilux model continues this tradition, prioritizing proven performance and long-term reliability over untested innovations.
Author's summary: Hilux maintains its leading market position by focusing on proven durability and reliability, resisting pressure to change engines amid growing competition.
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